Telstra
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The document discusses trends in marketing to millennials and the changing competitive landscape. It notes that experience is more important than brand to millennial customers and employees. New forms of competition are emerging from contextual and cause-based competitors using omnichannel retail and pinpoint marketing tailored to individual customers. While technology enables new experiences, human factors remain most important in satisfying customers.
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Telstra
- 2. LETHAL GENEROSITY Gives customers the best possible experience, while destroying competitive efforts.
- 3. Lose to Gain
- 6. MILLENNIALS
- 7. CONVERGENCE
- 8. MILLENNIAL CUSTOMERS ๏ง 50 years ๏ง Friends trump brand ๏ง Always, always on
- 9. MILLENNIAL EMPLOYEES โข โTrust me 1stโ โข Facebook challenge โข Culture change โข New clients
- 11. WHATโS TO SHARE? ๏ง Software beats bricks ๏ง Experience > brand ๏ง Powershift to buyer
- 13. WHATโS A BRAND TO DO?
- 16. COMING SOON!
- 17. PINPOINT MARKETING Technology-enhanced experiences based on customer โwho, where & what.โ
- 18. THE HUMAN FACTOR โAt the end of the day it isnโt about technology itโs about people.โ --Tyler Douglas, CMO, VisionCritic
- 19. Shel Israel Author. Speaker. Nice Guy. http://shelisrael.com
Editor's Notes
- Name is a brand promise. Life time guarantee. Sierra Design customer
- Last book talked about converging mobile, social, sensors, data and location tech into a storm of change called Contextual Technology. We described those changes as freaky, because of the tech was starting to know more about us than did our lovers and spouses. In this new book I walk about the convergence of Contextual Technology with humansโthe emergent Millennial Generationโthe first generation of digital natives.
- 3 new kinds of competitors: Sharing, Cause Marketers & Millennial Keiretsus.
- TOMS created Model. Warby and Yes to Follow. Customers champion causes. They become the marketing channel. Hire to fit culture, not org chart. The customer is the marketing channel
- 3 new kinds of competitors: Sharing, Cause Marketers & Millennial Keiretsus.
- One example is Nordtrom an upscale North American department store..
- Best contextual retail store I found when writing the bookโin terms of using contextual tech to improve user experience.
- Best contextual retail store I found when writing the bookโin terms of using contextual tech to improve user experience.
- Zurich billboard. Is this advertising or PR? I donโt know. The point is that it a nnew improved way to communicate, one that interacts with people in the context of what they are doing. In away that is not intrusive but gets attention.
- This is storytelling at itโs best. Each tells a story of people helping peopleโsometimes strangers, sometimes family members. There is always a health issue and generosity is part of it. They last 3-5 minutes and the only mention of Thai Insurance is at the sign-out point. Is this advertising or PR, again I donโt really know. The point is that where and how communications is changing. There is less self-promotion than media attemts of yore.
- This is clearly an ad, using sensors and context. It stirred a conversation and Iโm sure sold goods. But watch what happened nextโฆ
- Leveraging the attention generated by the shampoo ad, Barncancer Fonden, a Swedish Childrenโs cancer foundation posted these billboards. This time when the trains whizz past, a 14-year-old girlโs wig is blown completely off. This is communications, in my view in a very powerful way.
- Point is mobile apps make experiences easier
- Online mobile-based niche communities are also integrating marketing and communicating in new ways. Nike Womenโs running community is open to all women runners, who share data, experience, advice and whatever they please. Nike never promotes itself or itโs productsโexcept in the name of the community. While many of its users continues to find the best shoe for them is with other brands, Nike has discovered that being generous to other brand customers gets them incremental sales in athletic clothing, headbands, Fuelband watches and so on. By being generous to women athletes, Nike gains loyalty to competitorโs customers.